Marketing Leadership Across Beauty Brands

I build marketing systems that connect brand storytelling to revenue across DTC, retail, social, influencer, and lifecycle channels.

DTC, Retail & eCommerce Growth

Led eCommerce and retail marketing strategy across Shopify, Sephora, Ulta, Amazon, and international retail—connecting content, promotions, lifecycle, and merchandising to conversion and revenue. Most recently, I built the full marketing infrastructure for a fast-growing beauty brand across DTC, Ulta Marketplace, UK retail, product launches, promotional strategy, and lifecycle revenue channels.

Key Highlights:

• Increased conversion and AOV through site, PDP, and checkout optimization

• Built email & SMS into a primary revenue channel (30%+ of total sales)

• Led promotional calendars, product launches, GWPs, and bundles

• Improved retailer PDP performance (Sephora, Ulta, Amazon)

• Hands-on with Shopify, Klaviyo, Attentive, GA, Hotjar

Social, Content & Community Systems

Built social and content ecosystems that drive brand visibility, engagement, and commerce across Instagram, TikTok, and retail media channels. My background in editorial and content creation allows me to translate brand storytelling into high-performing social and retail media content.

Key Highlights:

• Led content strategy tied to launches and retail moments

• Grew video views 395% YoY through storytelling formats

• Drove 180M+ TikTok views via Spark Ads and social commerce

• Managed paid + organic across TikTok, Instagram, and retail media

• Platforms: Dash Social, Sprinklr, Sprout Social

Influencer, Creator & Affiliate Engine

Designed and led end-to-end influencer, UGC, and affiliate programs that increased brand awareness, EMV, and sales performance.

Key Highlights:

• Managed influencer campaigns for product launches and NYFW

• Achieved #9 EMV ranking among 15 competitive beauty brands

• Built large-scale TikTok seeding program generating 10K+ videos

• Led affiliate programs across Amazon, CJ, ShopStyle, ShopMy, LTK

• Platforms: Aspire IQ, Creator IQ, TYB, ShopMy, Skeepers, Bazaarvoice, LTK

Editorial Portfolio